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Igniting a new brand for an evolved mission
CompTIA Spark unlocks young people’s potential in technology through free, innovative in- and out-of-school programs for middle schoolers that make technology exciting, accessible and inclusive. Its work helps young people build confidence and skills to thrive in today’s tech-connected world. CompTIA Spark is a gift to future generations from CompTIA, a leading tech industry association, and its members.
When CompTIA Spark (formerly known as Creating IT Futures) began working with The Shoestring Agency, it was looking to create a new brand to match the organization’s refined focus: unlocking the potential of youth in technology, with a particular focus on middle grades. The Shoestring Agency helped CompTIA Spark leaders to articulate their new vision and narrative for the organization, as well as develop a new name, logo and visual identity.
The Shoestring Agency’s comprehensive review and brand development work for
CompTIA Spark included:
- Asset audit
- Stakeholder research and competitor analysis
- Organizational name development
- Logo development
- Brand color research, testing and selection
- Comprehensive guidelines on use of the logo, mark and brand colors
- Library of design templates with updated branding
- Comprehensive editorial guidelines
- Naming conventions guidelines and product name review
- Stakeholder presentations and staff training materials
- Strategy on staff and stakeholder engagement/change communications
Since full approval of the new
CompTIA Spark brand, The Shoestring Agency has worked with the client to develop:
- A new comptiaspark.org website
- Comprehensive range of organizational and program promotional materials
- Social and website content
- Product pitch decks for funders, program partners and program participants
- Thought leadership presentations
- Partner communications and program recruitment assets
- Event booth kit
- Stickers and other branded merchandise
- Ongoing brand and messaging counsel
With new branding and materials developed with The Shoestring Agency, CompTIA Spark is successfully engaging critical stakeholders involved in students’ middle school years, a vital time to open students’ minds to a range of future possibilities and rewarding career paths in tech — regardless of their background or gender.
CompTIA Spark has renewed their partnership with our agency and we are currently working on a campaign for 2024.
